Gamer-approved branding: What works and what doesn’t

Gaming marketing is a good way to access hard-to-reach younger consumers at a lower cost with higher ROI but there are certain things brands need to know about the diverse gamer community, its subcultures and the industry structure.

Out of eight billion people in the world, three billion are active gamers and brands, understandably, want in.

Gaming marketing, as global consumer insight agency 2CV managing director James Redden observed at the All That Matters conference in Singapore, is on the rise as brands seek to gain access to "hard-to-reach" younger audiences at a lower cost for higher ROI.

Past 2CV research indicates 62% of senior marketers in Asia invested in gaming marketing, ranging from modest logo placements to “very extensive investments”.

"It's a huge audience and naturally, brands want to tap into that audience,” said Redden, who presented...

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